Davis-Standard, a provider of polymer processing equipment and customer support solutions, has revealed the next evolution of its global brand. The new identity and messaging strategy is designed to better express the company’s customer-centric and forward-looking business approach. It is also expected to provide customers and prospects with a more unified and compelling visual experience when interacting with Davis-Standard marketing and web resources.

The previous Davis-Standard brand dates back to the 1950s-60s, when Ben Davis joined Standard Machinery Co. to create the Davis-Standard name. The original company, Reliance Machinery Co., was founded in 1848 and manufactured cotton gins and paper binding machines. Extrusion was developed in the 1950s.

“We previously branded ourselves as ‘The Global Advantage,’ and we’ve executed that by expanding our global facilities and capabilities over the years. But now the focus is now more squarely on helping our customers execute, to better understand their requirements, to build stronger relationships and trust, and to provide the best total solutions,” states Jim Murphy, president and CEO.
“Davis-Standard is recognized all over the world for equipment reliability and customer support, but we felt our brand wasn’t fully reflective of our standing in the industry. We are leading the way in providing the solutions that help our customers be more competitive in today’s marketplace. We now have a brand that better speaks to that leadership. We have been on an upward trajectory and now is the time for our brand to embody what we have become, and still intend to become.

“To us, customers always come first,” says Murphy. “Our aim is to work with them in partnership, helping them achieve a unique competitive advantage. We offer the latest technology, tailored to customer needs. But we also think innovatively to offer better ideas and holistic solutions. Our support services are central to our offering. We believe they are the key to earning customer loyalty. And our people are our most valuable asset. They are the heartbeat of the company, central to our approach and success.”

The new tag line, "Where Your Ideas Take Shape," is what Murphy describes as the brand’s exclamation point. He explains, “It reflects our intent to help customers create a better future, doing it with collaboration and teamwork. We need to do this with each other within Davis-Standard and in partnership with our customers.”

The brand refresh includes a new logo – the first logo update in nearly 50 years – and a brighter image. It also includes an updated brand story, a new website and customer experience.